Mar­ket­ingRx roundup: Bris­tol My­ers taps young NBA play­er to raise heart con­di­tion aware­ness; Pfiz­er, J&J top in­no­va­tion list

Bris­tol My­ers Squibb is look­ing to shine a light on the rarely di­ag­nosed heart con­di­tion hy­per­trophic car­diomy­opa­thy (HCM) as it awaits an FDA de­ci­sion on a pro­posed drug to treat it.

The un­brand­ed “Could It Be HCM?” cam­paign that launched Mon­day doesn’t men­tion mava­camten, which has an FDA de­ci­sion dead­line in Jan­u­ary, but in­stead fo­cus­es on aware­ness of the con­di­tion with Utah Jazz Na­tion­al Bas­ket­ball As­so­ci­a­tion play­er Jared But­ler who has HCM. But­ler found out he had the heart con­di­tion while at Bay­lor Uni­ver­si­ty, where he helped lead the team to an NCAA na­tion­al cham­pi­onship last sea­son, and is now un­der a doc­tor’s care.

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.

SIGN UP LOG IN BECOME A PREMIUM SUBSCRIBER